Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict how they would behave in the future. So asking them, 'Would you buy my product if it had these three features?' or 'How would you react if we changed our product this way?' is a waste of time. They don't know.
The seeing of objects involves many sources of information beyond those meeting the eye when we look at an object. It generally involves knowledge of the object derived from previous experience, and this experience is not limited to vision but may include the other senses: touch, taste, smell, hearing, and perhaps also temperature or pain.
I get in trouble when I say things like, 'I'm attracted to violence.' I was a pretty angry kid, and I got into military history largely as a way to vent my own anger. As I got older it narrowed down to a more specific focus on individual violence. I'm just trying to understand where it came from.
I want to see far more decisions taken far closer to the patients, the passengers and the pupils. Far more power for locally and regionally elected politicians who understand best the needs of their areas. And far more say too for the dedicated staff at all levels in health and education.